SAINt JHN x Joan Jett x Can-Am

After two successful years of celebrity-driven marketing campaigns featuring Migos, Can-Am aimed to disrupt the riding community with the "Calling All Outliers" campaign. This initiative celebrated riders who didn't conform to the norm, mirroring the uniqueness of Can-Am Ryker and Spyder's three-wheeled designs, which stood apart from traditional two-wheeled motorcycles and rider culture.

To convey this message, I enlisted musicians who aligned with the "Outliers" theme. Rock legend Joan Jett, in her first-ever brand campaign, spoke to an older demographic of women riders and LGBTQ+ audience. Rising star SAINt JHN, known for his genre-defying music and fashion, represented a new generation of unconventional riding enthusiasts.

Despite tight timelines, I secured the talent and organized a multi-city commercial shoot while adhering to strict COVID safety guidelines. Our commercial was shot through the lens of AAPI director Daisy Zhou to connect more authentically to the women we were reaching with our campaign and its messaging promoting the anti-status-quo. The campaign included a North American broadcast spot, social and web content, media events, sponsored content, virtual panel discussions, and consumer giveaways.

The result? Can-Am became the fastest-growing motorcycle brand in Q1 with +193% YoY increase compared to the industry average of +66%. Furthermore, the brand achieved its highest-ever market share in Q2.